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How to organise a creative asset library

A creative library is only useful if someone can find the approved final in under a minute.

Structure

  • One folder per client, then by campaign or by month, then by creative ID.
  • Keep raw files, edits and approved finals in separate places.

Naming and IDs

  • Every file name carries the creative ID and the version.
  • Use the same ID in the ad platform, so results lead back to the file.

Status and approval

  • Each asset has a status: draft, in review, approved, live or retired.
  • Keep the approved version and who approved it next to the file.

Rights

  • Record who owns each asset, the usage rights and when they end.
  • Retire assets when rights expire, and note it in the log.

5 min read. Last updated 2026-10-07. Examples use made-up numbers.

This guide in numbers

5minutes to read
3terms explained
4sections
11related guides

Terms in this guide

Creative IDAd naming conventionCreative fatigue

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